Quadrant Communications bags the creative duties for Sapat Group

The incumbent agency, Saints and Warriors, was also part of the pitch, along with Madison. The media duties continue to lie with Lodestar Universal

Quadrant & #BANNER1 & # Communications has bagged the creative duties for Sapat Group. Sapat Group has a portfolio of five tea brands: Sapat Tea, Parivar Family Blend, Parivar Chai Time, Sahyadri and Sampoorna. The pitch for the business took place six weeks ago. The incumbent agency, Saints and Warriors, was part of the pitch, along with Madison. The media duties continue to lie with Lodestar Universal.

Sapat group is based in Nashik. It now plans to go national and increase its advertising budget by 50-75 per cent. Industry sources estimate the size of the spend to be more than Rs 7 crore.

Gopalan Balasubramanian

Commenting on the development, Gopalan Balasubramanian, vice-president, marketing, Sapat Group, says, "We were looking for an advertising agency that is not very creative-heavy and is able to convey the communication accurately to the target market. As we are expanding our operations nationally, we also required better infrastructure."

Rajan Narayan, head and general manager, Quadrant Communications, explains, "We offered the client a single-minded strategy that could give their brand a national appeal. We also coupled the strategic part with activation ideas."

The media mix for Sapat group includes television, print, outdoor, radio, below the line activities, mobile communications and the Internet.